The thesis offers a comprehensive exploration of how the social networking platform LinkedIn is utilized within the context of the Croatian hotels. Initially, the paper establishes precise definitions of digital public relations, online reputation management, and social media to ensure a foundational understanding of the subject matter. Subsequently, a detailed analysis of LinkedIn is conducted, explaining the platform's distinctive characteristics, functionalities, and evolving trends. The focal point of the research involves analyzing the content of LinkedIn profiles belonging to ten Croatian hotels, coupled with in-depth interviews conducted with five communication experts employed across five of the hotels which were a part of the primary research. Through the research, the study assesses the hotel experts familiarity with the LinkedIn platform and the strategies they employ within the hotel sector. The conclusions drawn from the research findings offer partial validation of the formulated hypotheses. While it is evident that hotel professionals are indeed utilizing LinkedIn, it is also apparent that its full potential remains unused. In addition, there is room for improvement in the application of LinkedIn in the hotel sector, which suggests the need for further research and development of public relations strategies in this area.